To avoid being marginalised to commodity status or, worse, disappearing from the landscape altogether, brands must adapt to and capitalise on disruptive forces impacting the consumer industry.

Specifically, they should focus on meeting consumers where and how they want to engage, adapting business models to limit the disruptive impact of new market players, and embracing technology that enables experience innovation.

Leading brands will need to move beyond a “fast follower” mentality to survive in today’s lead or lag world.

So where does your industry currently rank? Are you a CX 'leader' or a 'laggard'?